Fluf Rooj Zaum Sofa by Joao Demele is a highly esteemed winner of the very prestigious 2026 A' Design Award Tooj in Tsim Rooj Tog Competition Category.

ToojRooj Tog· 2026

Fluf Rooj Zaum Sofa

by Joao Demele

Client: Karams

A' Design Award Tooj Winner in Rooj Tog Category

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Verified Award Winner

Verify Award Status for #173939

View at A' Design Award Press Release Award Badge

Colors

The Design

About Fluf Rooj Zaum Sofa

Fluf yog ib lub rooj zaum sofa uas tsim los rau kev so thiab kev nyob xis niaj hnub. Lub rooj zaum sofa no muaj cov qauv loj dav thiab cov kab nkhaus zoo li ntuj tsim. Ib lub hauv paus ntoo txhawb lub cev mos uas muab ntaub npog. Lub hauv paus raug tsim los ntawm kev txiav thiab kev sib txuas ntoo kom raug zoo heev kom muaj kev ruaj khov thiab siv tau ntev. Lub rooj zaum, daim nrob qaum thiab cov ncoo tes raug ntim nrog cov npuas muaj qhov ntom sib txawv kom muaj kev sib npaug ntawm kev txhawb thiab kev mos. Daim nrob qaum ntawm sab uas hloov tau pub siv tau ntau hom, xws li nyeem ntawv, so lossis sib tham nrog phooj ywg. Lub rooj zaum sofa no muaj qhov dav 260 cm, qhov tob 101 cm thiab qhov siab 85 cm.

The Recognition

About the A' Design Award Tooj

Fluf Rooj Zaum Sofa yog tus yeej ntawm A' Design Award Tooj, ib qho kev lees paub muaj meej mom heev uas muab rau cov qauv tsim tshwj xeeb uas txawv los ntawm kev tsim tshiab, kev txawj tsim thiab kev ntse. Cov neeg yeej Tooj yog cov khoom muaj txuj ci heev thiab tsim tshiab heev uas ua pov thawj txog kev paub ntau, kev xav thiab kev txawj ua ntawm cov kws tsim qauv. Fluf Rooj Zaum Sofa xav tias yuav yog ib qho khoom uas neeg hwm, qhuas thiab hlub, uas tshaj lij heev thiab tsim tshiab. Cov qauv tsim yeej A' Design Award Tooj no siv cov kev coj ua zoo tshaj plaws ntawm kev kos duab, kev tshawb fawb, kev tsim qauv thiab thev naus laus zis thiab zoo heev vim nws saib xyuas cov ntsiab lus. Fluf Rooj Zaum Sofa ua tau raws li cov kev xav tau zoo kawg, kov cov kev xav, ntxias cov kev xav thiab txhawb kev xav paub.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: Fluf is a sofa with generous enveloping volumes. Its design expresses comfort even before touch. The wooden base lightly supports the soft upholstered body. The adjustable side backrest allows different modes of use enhancing ergonomics and user experience. More than a sofa Fluf is a piece sensitive to everyday life adaptable fluid and emotionally connected to those who inhabit it.
Dimensions & Packaging: Materials and Finishes Fabric and wood
Dimensions Width 260 cm - Depth 101 cm - Height 85 cm
Tags: Sofa, Fluf, Affection, Comfort, Design, Modern, Karams, Furniture, Brazilian Design, Ergonomic
Production Technology: The base of the Fluf Sofa is built with high precision woodworking using accurate cuts and joints to ensure structural stability and durability. The seat backrest and arm cushions are filled with foams of varying densities strategically selected to balance support and softness. The textile finish is applied with careful sewing and shaping techniques ensuring ergonomic comfort and a refined appearance.
Design Challenge: The main challenge was balancing the organic look of the design with the needs for comfort adjustability and sustainable materials. The goal was to create a sofa that fits daily life without losing lightness or stability. The adjustable backrest was designed to integrate discreetly into the form. Despite limitations in production and materials the project found creative solutions combining form function and care for everyday living.
Research: The research involved ergonomic analysis and sustainable material studies to develop a sofa that combines comfort and environmental responsibility. The goal was to create a versatile adjustable and welcoming design that adapts to different needs. The methodology combined 3D modeling and physical testing with prototypes. The result is a product that balances form and versatility and enhances wellbeing.
Inspiration: The Fluf Sofa is born from the desire to translate affection into form and matter. Inspired by the pursuit of emotional comfort, its design expresses warmth and softness. With voluminous cushions and organic lines, it evokes the feeling of an embrace, adapting to the body and daily life. Fluf translates rest as a gesture of care, connection, and presence.
Project Duration: Project started in 2024 and was published in 2025 in Sao Paulo.
Operation Flow: The Fluf Sofa offers an intuitive and versatile experience. Its adjustable side backrest allows personalized comfort for different moments such as reading resting or socializing. The enveloping cushions support immediate relaxation while the wide seat invites various postures. Interaction flows naturally adapting to daily rituals with comfort functionality and freedom.
Team Members: Joao Demele